Content creation boosts fan engagement for global tournament
ICC, the global governing body of cricket, wanted creative social media content that would engage, entertain, and inform their passionate audience throughout the tournament.
The Challenge
We were approached by LiveWire Sport and the ICC to help them deliver content creation throughout the Cricket World Cup 2019.
Social media sports has grown in popularity, becoming the best place to stay informed about the latest news, tournament information, and matchday activity. Prior to this tournament, cricket was not up to speed with this trend when compared to coverage published by competing sports such football, tennis, and rugby.
It was the ICC’s objective to break new ground, offering their audience and followers creative social content throughout this tournament. LiveWire, the creative agency tasked with this project, hired us to help deliver the creative design ideas throughout the tournament.
The Strategy
Matchday Graphics
Prior to the commencement of the tournament, we explored creative matchday graphic designs that would eventually be used for all of the 45 fixtures that were scheduled over the six weeks of the tournament. These were required at varying dimensions for multiple social media platforms, so designing flexible graphics was essential. Each matchday graphic detailed the teams playing, key players from each team, and their flags, along with the date, time, and location of the match.
We created the graphics to ensure that they were visually attractive to followers of the social media accounts, ensuring that fans would engage with the ICC’s posts and follow it as their focal point for tournament updates.
Reactive Graphics
During the tournament, we created reactive graphics that were designed to highlight key match events, milestones, and stats focused on a particular player or team.
Each reactive post was unique to whatever happened in the tournament, and each required different creative approaches when designing them. Examples include Ben Stokes’ unbelievable catch versus South Africa, Sheldon Cottrell’s army celebration, and Shikhar Dhawan’s incredible scoring record. As part of our content creation process, we sought to include team colours, hero images of the players, and background images of fans to capture the tournament fever.
Finals Hype Graphics
With less than a week between the group stage, the semi-finals, and then the final, we were challenged to design graphics that demonstrated a prestigious look and feel, highlighting the importance of this stage of the tournament.
The graphics featured key moments from each team’s journey throughout the tournament, with the captains as the main focus, and included the date, time, and location info.
The Results
By working with King Creative on content creation, LiveWire Sport and The ICC engaged, informed, and entertained passionate cricket fans with matchday graphics, exciting reactive graphics that related to fixtures played on the same day, and prestigious hype graphics for the finals. The results emphasised that the @ICC’s social media channels were the best place to keep up to date with all of the Cricket World Cup’s action, and it’s growth throughout the tournament highlighted that.
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